New data-driven solution to acquire, engage, retain and measure over-the-top audiences
DALLAS – APRIL 19, 2016 – Epsilon®, a global leader in creating connections between people and brands, today announced the launch of their over-the-top (OTT) audience solution, Epsilon OTT Audience, offered in conjunction with Adobe Marketing Cloud and Adobe Primetime.
Epsilon OTT Audience identifies and builds audiences using proprietary transactional data sources while also providing the marketing framework and services to effectively target communications across devices. The solution makes it possible for media and entertainment companies and multichannel video programming distributors (MVPDs) to define and reach millions of OTT and TV-Everywhere (TVE) viewers with relevant, personalized content and advertisements, at scale and across devices.
Integrating with Adobe Marketing Cloud and Adobe Primetime, the solution is made more powerful with Epsilon’s extensive proprietary data. Epsilon OTT Audience is powered by proprietary transactional and survey data, including TotalSource Plus™, TargetSource™ and MarketView, coupled with additional first- and third-party data sources. These valuable insights inform the selection of audience segments such as frequent video streamers and customers who have cut or reduced pay-TV packages. New audience segments are regularly added to the acquisition funnel, increasing an ever-growing base of potential subscribers and viewers who can be targeted for multi-channel campaigns using display, mobile and social channels. Epsilon’s deep transactional data sets then allow for the implementation of personalized audience-centric targeting and ad serving.
The new solution includes the following features:
- Acquisition engine: Generates a continuous pool of potential viewers and subscribers. Custom audience segments are created based on Epsilon’s proprietary transactional and survey data, allowing marketers to plan and execute advertising and marketing campaigns across display, search and social channels.
- Customer experience manager: Oversees every communication between the brand and the end consumer, helping to ensure interactions lead to conversions, positive engagement and increased viewing times. Personalized experiences and communications are optimized based on user behavior and channel, resulting in progressive consumer profiles.
- Attribution engine: Measures and tracks reach and frequency of campaigns across paid, owned and earned touch points, allowing marketers to understand the impact and returns of the Epsilon OTT Audience solution.
“Epsilon is a great partner to offer a robust, data-driven OTT solution,” said Campbell Foster, Director, Product Marketing at Adobe. “With their deep understanding of the consumer and personalized marketing strategy and insights, Epsilon is able to add value to Adobe Marketing Cloud and offer clients better targeting across channels, which in turn leads to better experiences, higher conversions and long-lasting relationships.”
Jeff Gross, Vice President of Industry Strategy, Media & Entertainment at Epsilon, added “Epsilon OTT Audience leverages Epsilon’s hard-core direct marketing knowledge and experience. Our ability to power the acquisition, retention, and overall engagement of consumers, in combination with the Adobe Marketing Cloud and Adobe Primetime, enables customers to get started quickly with monetizing their audiences. And as advertising shifts from mass placements to hyper-targeted, personalized messaging, within and around digital video, Epsilon OTT Audience provides a transaction-based formulation for targeted advertising, a kind of “new alchemy” of demographics and behavior that delivers custom audiences for each individual end user. A data-driven marketing and advertising framework, powered by the Adobe Marketing Cloud and Adobe Primetime, is the key to future success.”
Epsilon, in conjunction with Adobe, is launching Epsilon OTT Audience at the National Association of Broadcasters annual NAB Show in Las Vegas.
For more information, visit http://engage.epsilon.com/OTT-Audience-Solution
Epsilon is a global leader in creating connections between people and brands. An all-encompassing global marketing company, we harness the power of rich data, groundbreaking technologies, engaging creative and transformative ideas to get the results our clients require. Recognized by Ad Age as the #1 World CRM/Direct Marketing Network, #1 U.S. Digital-Agency Network and #1 U.S. Agency from All Disciplines, Epsilon employs over 7,000 associates in 70 offices worldwide. Epsilon is an Alliance Data company. For more information, visit www.epsilon.com, follow us on Twitter @EpsilonMktg or call 1.800.309.0505.
About Adobe Marketing Cloud
Adobe Marketing Cloud empowers companies to use big data to effectively reach and engage customers and prospects with highly personalized marketing content across devices and digital touch points. Eight tightly integrated solutions offer marketers a complete set of marketing technologies that focus on analytics, web and app experience management, testing and targeting, advertising, audience management, video, social engagement and campaign orchestration. The tie-in with Adobe Creative Cloud makes it easy to quickly activate creative assets across all marketing channels. Thousands of brands worldwide including two-thirds of Fortune 50 companies rely on Adobe Marketing Cloud.